Jennifer Lopez Temporarily Shuts Down her Sweetface Clothing Line

Jennifer Lopez has decided to halt production of her Sweetface clothing line, but will relaunch it in the future with some new direction.

Jennifer has a long and eventful history as a designer. She pioneered the celebrity clothing business by launching her JLO brand in 2001 which recieved a lot of hype initially, but sales declined in the U.S. until she closed all distribution in the States and has been concentrating on foriegn sales ever since.

In 2003, Lopez launched Sweetface as an urban-streetwear spinoff to the JLO line and tried to re-enter the U.S. market, only to see sales drop off. Sweetface was then re-done and branded as a high-end contemporary line that did well in 2006, with over 200 million in sales. Sales have dropped off ever since.

In the future, Lopez plans to relaunch Sweetface “in the near future with new messaging points and an entirely new fashion point of view.”

Also, as I write this the Sweetface site is offline with a “Bandwidth Limit Exceeded” notice on the page. I guess all this negative publicity is having another unexpected side effect.